Super Bowl vs. Commercial Bowl: Who Will You Be Watching?

Posted by Nick Derasmo on February 5 at 2:23 PM Many of us will gather with friends and family this Sunday to watch the New Orleans Saints take on the Indianapolis Colts in Super Bowl XLIV. 

It’s time to pull out those office pools, lay out a delicious spread of buffalo wings, chips and dip, sit back and take part in what has been called the biggest social occasion of the year. 

But, I’m not just referring to the millions of football fans that will be tuning in this Sunday to watch the 6:30 p.m. EST kickoff.  I’m referring to the millions more who will be watching for the commercials (click here for a preview). 

Over the years, the commercials have drawn in more and more viewers with anticipation of who will have the funniest, smartest and most memorable advertisement of the year. 

As companies both big and unknown work to develop commercials that will create the most buzz, they will be using social media in full force this year as part of their marketing campaign.

As in previous years, online sites like AOL, Yahoo and YouTube will offer viewers the chance to re-watch the commercials after the game.

But even with that, advertisers are adding to their marketing campaign by adding their company’s presence in social media sites like Facebook and Twitter.  There, comments will be made public, drawing attention and creating buzz for the company.

Companies like Unilever, who bought a 45-second spot this year, will look to engage viewers in its new line of products named Dove Men+Care by using blog posts, Facebook and Twitter to complement its commercials.

Coca-Cola has put together a viral campaign for its advertisements that will have a social good component, releasing one of their Super Bowl spots through Facebook before it airs on Sunday.

Coca-Cola will have one Super Bowl 2010 ad featuring The Simpsons: 

This is how it works:

• Visitors to the Coca-Cola Facebook fan page will be able to send a free custom virtual gift to friends. 
• In return, the recipients will then get an image of a Coke bottle that will be displayed on their Facebook pages and news feeds. 
• For every gift sent, Coca-Cola will donate $1 to the Boys & Girls Clubs of America and the gift givers will get a 20-second sneak peek at one of the two Coca-Cola Super Bowl commercials. 

And the E*Trade talking baby commercials, which always seem to be a hit, will appear again this year, but with a new baby boy.  I guess the previous baby boy was getting too old for the role?

E*Trade is also using social media as a component in its marketing campaign.  The company plans to use Facebook, Twitter and YouTube to promote the commercial that debuts on Sunday.

But what has shocked many is the news that Pepsi will not have ads in the Super Bowl this year.  After 23 years, the company decided against television air-time, deciding to stick with social media, giving away over $20 million in a campaign called The Pepsi Refresh Project. 

The project, which launched January 13, 2010, allows users to submit their ideas to Pepsi through their Pepsi Refresh Project web site for ways to refresh their communities.  Pepsi will award millions in grants each month to fund ideas that make the world a better place.  The online community will vote for the best ideas. 

Pepsi is using Twitter, Facebook and their Pepsi Refresh Project web site to encourage participation.

So while companies have turned their attention to a 360-degree campaign that no longer just includes millions of dollars spent on advertisement spots, they have also turned to social media to engage, encourage, and inspire viewers.

Oh, and for the actual game, those who are interested in seeing a battle of two high-flying offenses will get just that.  It’s sure to be an exciting one! 

Check back in next week for reflections on Super Bowl Sunday.

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